After setting our strategy, one of our first objectives was to update Speedo’s brand image in the performance space. Speedo is a the number one brand in the category and the competition had been following.  We were the best, but it's difficult to stand out when everyone is taking a similar approach.

We needed to go somewhere else and set the standard once again. Speedo already owned the rational territory - if you are serious about swimming, you are wearing Speedo. What we needed to express was the emotional side of the brand.

The Olympic ideal is about the human body and mind - the struggle to achieve perfection and overcome our limits. It’s a story as old as humanity that is deeply rooted in each of us. Only Speedo can tell this story in the most aspirational, truthful and emotional way because we have the heritage and the results to back it up. We created larger-than-life images that speak to a classic view of what it is to be an athlete, an explorer of the body, a hero and achiever.

Ultimately we helped Speedo USA rebrand its performance category around a visceral, emotional and very real connection to water that resonates with all kinds of swimmers.